Fairy is to move its global ad account to Publics as part of a wider drive by parent company Procter & Gamble to cut at least $500m in agency fees over two years, The Drum understands.
Publicis already managed Fairy’s advertising in North America while Grey was the incumbent on the rest of the global business.
However, The Drum understands that during the procurement led pitch, rather than creative led, Publicis was able to win the rest of the business from Grey.
Subsequently, the account has been consolidated.
As of July last year P&G had cut the number of agencies it works with by 40 per cent, saving the company $370m in agency related costs in 2015 and expected saving for 2016 of around $200m. This underpinned a 35 percent jump in second-quarter profit.
Grey and Publicis both declined to comment while P&G had not returned The Drum’s request for comment at the time of writing.